he couldn't do that without selling the philosophy of the religion? >> there were family and friends that wanted the campaign to emphasize things romney had done. that was who he really was, talk about that. and a at the convention there was an effort to have a moving video. the problem is this ran before the networks broadcast in primetime, the commercial networks. and then in primetime of course was clint eastwood. so the message that got out was not -- >> that was a hail mary, that clint eastwood. it could have been worked but didn't. >> some of the people close to romney were upset by that. talking about the dynamics of the race, the dynamics were of the ground work of obama. >> let's talk about the groundwork. my friend came to me after the election saying we won't believe what we did. she talked about how they have a systemic basis and she's a grown up person my age. she said i would meet one person, they'd meet another. we'd have seven contacts with every voter. even if you had seven contacts with every voter, they could get that person to vote